Match.com: Bachelorism

Editor's Pick

Debuting in People's "Hottest Bachelors 2006" issue, appropriately enough, is a Match.com print effort, tied to a Match microsite, www.bachelorism.org, that parodies pharma ads to peg bachelorhood as a disease and women as the cure. Single women, of course. This is based on the claim that "Match.com is credited with more marriages than any other online dating site, and it offers more dating options than any other site specifically for people who are looking for a serious relationship," according to agency Hanft Raboy & Partners. Which is why it's not called, say, FoolAround.com, we're guessing. The campaign includes viral marketing as well as collateral like awareness bracelets and pamphlets that hype the microsite.